– On June 12th, Dear Klairs provided sun protection and post-sun skincare for World Cup fans at Gwanghwamun Square.
– The brand protected outdoor attendees on the hot summer day through its mineral sunscreen and a cooling cream duo, formulated specifically to reduce redness and rapid heat irritation.
– Following the initial June 12th activation, Dear Klairs participated in the June 19th and June 25th match day events, successfully wrapping up its World Cup sampling initiative.
On June 12, Dear Klairs kicked off their practical on-the-ground presence during the 23rd World Cup street cheering events at Gwanghwamun Square. Partnering with the event’s official sponsor, KT—South Korea’s largest telecommunications company, whose massive experience hub served as the central gathering point for fans—the brand focused entirely on supporting the health of local soccer fans.
Following the initial June 12th kickoff, Dear Klairs successfully wrapped up operations across the additional match days on June 19, and June 25, with each event drawing an estimated 15,000+ attendees.
This activation allowed the brand to address real-world skin stressors, such as high heat and UV exposure. Considering the hot summer day and daytime activation, Dear Klairs provided targeted solutions to help reduce redness and cool down skin temperature. Attendees received a sachet sample of the Blue Calming Cream and Blue Clearing Water Cream to manage sudden irritation from the sun, alongside a sample of the All Day Airy Mineral Sunscreen, which sold out of sample stock on all three days.
The brand’s presence was further elevated by video advertisements on a large electronic billboard adjacent to the main cheering hub. This high-impact media placement successfully maximized brand visibility among tournament attendees.
Moving forward, Dear Klairs plans to expand high-utility, event-driven sampling initiatives to other gatherings globally, making accessible skincare a standard part of public outdoor experiences.